What makes a craft retail space attractive to a customer? What do people look for when they want to buy crafts? How can we tell the story of crafts in a shop? What can a national craft retail store offer that no other store can offer? These are some of the questions that went through my mind when re-thinking the concept of the national craft retail store, Karyaneka.
Karyaneka is the retail arm of Kraftangan Malaysia, the national handicraft development corporation of Malaysia. Karyaneka is tasked with promoting and marketing our local artisans and their crafts through its retail outlets. There are four major craft complexes in the country namely in KL, Langkawi, Melaka and Johor whilst other smaller outlets are in selective airports and other cities.
Every year during National Craft Day, hundreds of artisans from all over Malaysia set up booths at Kompleks Kraf KL, at Jalan Conlay, KL, which is where Kraftangan Malaysia is headquartered and Karyaneka flagship store is located . This year was supposed to be a special National Craft Day as it is Visit Malaysia Year 2020. Karyaneka was asked to present a special display of craft for visitors. It was an opportunity to refresh Karyaneka’s flagship store.
Branding Craft – What is in a Name?
I spent some time with Karyaneka team, designer Imaya Wong to brainstorm and re-conceptualise Karyaneka as brand that is strong on the heritage of crafts but contemporary in display and presentation.
I felt in our discussions that Karyaneka had very strong elements residing within its own name: “Karya” could represent artistic creations of crafts by highly skilled artisans with high artistic value; “Aneka” could represent the diversity of Malaysian crafts and how versatile Malaysian crafts from a variety of natural materials can be used in our everyday life. Finally “Neka” could represent designer crafts that have evolved from traditional crafts through the language of contemporary designs.
What would be unique about Karyaneka that you could not get anywhere else? I strongly felt that as a national craft retail store, Karyaneka could offer uniquely featured products by virtue of access to master crafts persons and artisan communities from all over Malaysia including from remote parts of the country.
Malaysia’s heritage and knowledge of crafts are being kept alive by our unique Adigurus, a selection of master craftspersons from all over Malaysia who have been awarded the title “Adiguru” by Kraftangan to acknowledge their superior craftsmanship.
In addition, Kraftangan’s artisan community outreach is far and wide – they have access to almost 6000 artisans and artisan entrepreneurs including in rural and remote areas.
With these elements in mind, the design team re-conceptualized a dedicated space in Karyaneka in time for National Craft Day. The newly designed space created sections based on Karya, Aneka and Neka. To distinguish Karyaneka from the ordinary craft stores, we created a special mini exhibition space displaying a selection of Adiguru crafts, highlighting the personal story of each Adiguru.
Storytelling is vital for the national craft retail store as people still have a relatively low level of awareness on Malaysian crafts. An engagement with customers through storytelling often brings about a higher level of awareness and a real appreciation of the value of crafts. With this in mind, the visitors to the new Karyaneka section was greeted by a write up on the introduction to Malaysian crafts, the Adiguru exhibition write ups and each section of Karyaneka had descriptions of crafts and the featured craft brands.
The story of Malaysian craft continues in the Neka section with a crop of new designers who have used a different design language to interpret traditional crafts – these stories need to be told. We featured craft designs by Bendang Studio, Studio Bikin, Batik Tektura, Tanoti House, Ruzz Gahara, Dapo and Muni amongst others to showcase how Malaysian designers are paving the way for traditional crafts to evolve into innovative design items.
Craft, Architecture and Technology
In addition, the two latest initiatives by Kraftangan Malaysia to document and highlight Malaysian crafts internationally were displayed in Karyaneka. These initiatives highlight the important role with Kraftangan and Karyaneka of championing and bringing Malaysian crafts to the world. The following projects also indicate how craft can firmly be part of and enrich the Malaysian creative industry ecosystem.
First, the Google Arts & Culture Project became a reality when Kraftangan Malaysia became the first cultural institution in Malaysia to be Google’s partner. On 20th February 2020, the first 100 craft images of Malaysia were uploaded on Google online museum, creating the first global footprint of Malaysian crafts online. This means that Malaysian crafts are now accessible for study, research, reference and inspiration for the global online community.
The second project involved collaboration between craft, architecture and digital technology for a biennale in Hong Kong. An installation made of hand woven traditional mats by artisans in Terengganu was designed and built to display as an architecture pavilion.
The mats included a QR code woven into the mats as motifs that would enable the international audience to scan and discover the story of Malaysian weavers through a website. This pavilion called “Woven Matness” was displayed at the “2019 Bi-City Biennale of Urbanism/Architecture” in Hong Kong from December 2019. Malaysian architect Shin Tseng and his creative partners, Digital Creative Director Fadil Fuad of C27 and Designer Wen Yee Kok of Studio Wen teamed up with Kraftangan Malaysia who sourced the traditional colorful “Daun Mengkuang” (screw pine leaves) mats from artisans in the east coast state of Terengganu, Malaysia. Fadil designed the QR code that would be woven into plain, natural colored mats.
The images of the exhibition in Hong Kong and the creative process for the design of the pavilion were put up on National Craft Day and remains to be exhibited in Karyaneka.
Craft is Instagrammable
Finally, in the age of social media, what would attract crowds to engage in a craft store? Instagrammable spaces of course! Imaya designed a few areas in Karyaneka that highlight craft products as Instagram friendly shots.
These “instagrammable” spaces became a big hit during National Craft Day especially the ones featuring Ranee Artisan’s colourful basket trays made of recycled standing fan covers and hand woven by Long House communities in Sarawak, pop and techno colored mats on various walls woven by Bajau Laut communities on islands in Sabah and an area of hanging baskets that came from all over Malaysia.
Re-thinking Craft Retail Space
Although we still have a long way to go to revive Malaysian crafts and make our artisans known nationally and internationally, the re-making of Karyaneka retail space opened up the space for re-thinking, re-learning and representing our crafts. Malaysians and non-Malaysians are starting to engage with our national, living heritage of crafts differently, simply because we made an effort by telling the story of craft through the new mediums of art, design and technology.